Design dissonance in sustainability messaging: How visually complex conservation signs undermine resource conservation behavior

Abstract Despite growing sustainability awareness, resource waste remains a pressing issue. Prior research has largely focused on message content in conservation appeals, overlooking how visual presentation influences consumer behavior. This research addresses that gap by investigating how the visual complexity of resource conservation signs affects consumer conservation behavior. We propose that complex (vs. simple) sign designs reduce conservation behaviors by triggering perceived organizational hypocrisy, particularly among holistic thinkers. Across four studies, Study 1 shows that complex signs reduce resource-saving behavior in a real-world cafeteria setting. Studies 2 and 3 confirm the mediating role of perceived organizational hypocrisy by measuring and manipulating it. Study 4 reveals a moderating effect of thinking style: holistic thinkers, more sensitive to contextual inconsistency, perceive greater hypocrisy and show lower conservation behavior in response to complex designs than analytical thinkers. This research advances both the understanding of planetary well-being and effective communication strategies, offering practical guidance for crafting authentic visual narratives that foster global solidarity and collective responsibility for our shared future.